The Perfect Facebook Ads Funnel Formula

Wes McDowell

August 3, 2018

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Video Transcript:

If you want to set up the perfect Facebook ads funnel for your business, we’re starting right now.

Hey guys, Wes McDowell here for The Deep End. And if you want to see more videos like this, we do them every week, you’re just gonna want to make sure to click subscribe and also on the little bell icon so you never miss another video you need to succeed online.

All right, so today I’m going to show you my favorite method of converting cold Facebook traffic into paying customers right on your website. So there are a few steps involved and it’s going to get a little visual. So let’s head on over to the whiteboard. Okay. Now, one of the coolest things about this Facebook ads funnel I’m going to show you is it can work for just about any business.

The Perfect Facebook Ads Funnel

So even if you’ve run Facebook ads before and it hasn’t quite worked out for you, there are many reasons why Facebook ad can fail. And the biggest reason is when companies just want to go straight in for the sale. We now we know better that— we need to warm up audiences first.

We can’t just go right for the sale, they need to get to know us a little bit and trust us before they’re likely to take any action of any kind. And yes, this does add extra steps, but as a result, conversions will increase and your costs are gonna go way down.

So let’s just get right into step one and that is a Facebook ad that solves your ideal customer’s pain point. So what this is not is an offer style ad yet. Rather it’s an ad for content. So think about a Buzzfeed style article, something with a catchy title that you would be likely to click on yourself if you were your main customer.

For instance, if you run a gym, maybe you were to write a guide, a complete workout that you can do within your lunch hour. So this can be a guide that can be a checklist, article, video, anything like that that you think is going to be the best fit for your audience. So again, it’s an article style with a catchy title and a nice looking image. It is not meant to look like an ad or an offer, just a way to click through to get to that content.

So one trick I have for you is go to the website, Buzzsumo.com and you can just type in your keyword phrase and it’ll show you a bunch of articles that are already performing very well and it will list them in order of what’s performing best so you can really get a sense of the types of content that’s performing well.

Now I should say the point here is not to copy these articles, but to emulate them and get great ideas that you can run with yourself. Okay? So with this ad, you’re going to run it to a cold audience based on demographics, behaviors, and interests. Um, so there’s so many ways you can target people within Facebook. We’re not going to cover that in this video, but there are great ways you can use Facebook to target your audiences and then leisure, have a very local business. You should be aiming for around one to 2 million people, so you’ll be able to play around with different interests and be able to narrow it down to get to that number or expand it to get up to that number. Whatever makes sense. Okay, and there are several different objectives you can go for.

In this case, we’re going to go for the traffic objective, meaning we want Facebook to show this ad to as many people who are likely to actually click through to your site. In terms of budget, I would definitely recommend going with whatever’s comfortable for you, but I would start at around $5 to $10 a day … I think that’s a good starting point. Once you see it working, you can always ramp it up over time so that ad is going to go to your content page and you’re gonna want to make sure that you break it up into a easily digestible paragraphs.

Use Images, use bullet points — no one wants to read a big walls of text, and the main thing is you want them to get all the way through it because at the bottom you’re just gonna want to include an ad for your main offer.

And here’s the thing about that ad: You want to make it visually interesting and memorable because we’re going to reuse those same visuals in a later stage in the process.

People are going to read the article, then see the ad. We’re not necessarily counting on them acting on the ad right away, but the other thing we’re going to want to do is have an exit intent pop up.

This pop-up only appears when the browser can figure out that the the viewer is mousing back up toward the back button. So it’s kind of a one last attempt if they did not make it all the way down here to see the ad, they’re sure to see it now.

And we’ve also put a Facebook pixel on this page so that now Facebook knows who’s been to that page and then we can tell Facebook show new ads only to the people who have been here, read the content and seeing the offer ad already. Okay, so that brings us to the next step in the process, which is a Facebook retargeting ad.

We’re still going to go with the traffic objective for this ad. The difference with this ad is it’s an offer ad and it’s going to very closely mimic the ad that was on your content page in terms of visuals and headline. The idea is we want people to have a positive association with the great content they saw on your site with the offer. This is that warming up thing that we talked about before. And to be clear, when I say offer, that’s exactly what I mean. It needs to be an actual offer like a free consultation or a coupon or a special deal of some type. It should not just be a brand awareness play. Those really don’t ever work out on Facebook. And when I talk to clients who say they’ve done a lot of Facebook advertising that hasn’t worked out for them, that’s generally what they’re talking about.

They just think it’s enough to advertise the business as a whole, but it really. Facebook really lives and dies on offers and it also really helps if you were to add some urgency or scarcity to it. So if you put some kind of a deadline on it, that’s going to help you get even more people through to your offer page. Okay? So this is not your homepage. It’s a specific offer page that outlines exactly what the deal is. Now this can be a little tricky because you need to include enough information on that page to give them everything they need to know in order to make that decision while keeping it as short and digestible as possible. Because over 60 percent of your traffic is likely to be coming from mobile and you’re not going to scroll too far down. So you want to have some quick social proof, like a testimonial, a Faq, everything they need to make the decision.

And generally speaking, the higher the price point, the more information they’re going to need. But the general thing is you want to think about every reason someone might have to say no to your offer and then answer every one of those objectives on that page. And over time that Facebook algorithm will get better and better at sending the right kind of people to your page who are more likely to convert. And this all that I just told you, works great for kind of lower end or mid range products or services. But if you’re selling a more high ticket product or service, you may find that your potential customers are going to have even more questions that they need answered before they’re really step up to the plate. So in that case, I recommend one additional step and that is a Facebook messenger ad. Uh, so basically what this would be is what I would recommend it be a video you or someone on your team basically speaking directly to your prospect saying, ‘Hey, we know you’ve been to our page.’

That may sound creepy, actually. Maybe you don’t want to tell them you’ve been following them around, but you can say we know you might have some more questions, so click the button below to ask us anything and it’ll open up in messenger within Facebook.

So basically you can start having a conversation with a potential customer and they never have to get off the Facebook platform. And this is actually really beneficial because it gets rid of any barriers. They don’t have to leave Facebook to go to your site and Facebook will reward it as well, with lower cost per clicks generally because you’re keeping people on their platform, which is where they want them.

So that is my perfect Facebook ads funnel. And now I want to hear from you. So if you have any questions about any part of this, leave it in the comments below and I will answer them. Now. If you want even more tips like this, you’re gonna want to make sure you subscribe to my channel, which is right down here. Just click the circle logo icon, and if you want to know how to guarantee website ROI for your next web project, just click the box right over here and you’ll get access to that immediately. All right guys, I’m Wes McDowell for The Deep End and I’ll see you in the next video.